VERB™ - A social marketing campaign to increase physical activity among youth

Faye Wong, Marian Huhman, Carrie Heitzler, Lori Asbury, Rosemary Bretthauer-Mueller, Susan McCarthy, Paula Londe

Research output: Contribution to journalArticlepeer-review

Abstract

The VERB campaign is a multiethnic media campaign with a goal to increase and maintain physical activity among tweens, or children aged nine to 13 years. Parents, especially mothers aged 29 to 46, and other sources of influence on tweens (e.g., teachers, youth program leaders) are the secondary audiences of the VERB initiative. VERB applies sophisticated commercial marketing techniques to address the public health problem of sedentary lifestyles of American children, using the social marketing principles of product, price, place, and promotion. In this paper, we describe how these four principles were applied to formulate the strategies and tactics of the VERB campaign, and we provide examples of the multimedia materials (e.g., posters, print advertising, television, radio spots) that were created.

Original languageEnglish (US)
JournalPreventing Chronic Disease
Volume1
Issue number3
StatePublished - Jan 1 2004

ASJC Scopus subject areas

  • Health Policy
  • Public Health, Environmental and Occupational Health

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